Incinco
Project overview
Incinco design and supply waste incineration systems to customers around the world, often in sectors where disposal is regulated and the wrong equipment is a compliance problem rather than an inconvenience. The audience is technical, frequently reading in a second language, and comparing machines on specification. The site had to put the specifications where they could be found and read.
Location
Milton Keynes, Buckinghamshire
Services
- Web design
The people on this project
NigelManaging Director & Search Consultant
The challenge
The product range was the problem. Models were listed by name with a photograph and a paragraph, so a buyer could not tell which machine suited their throughput without sending an email and waiting. Applications, from clinical waste to agricultural, were mixed together in one page of prose. For an international audience arriving on a slow connection, the site was also heavy enough that a good share of them left before the first image appeared.
Our approach
A model page per machine, with the numbers on it
Throughput, chamber capacity, fuel and dimensions in a consistent table across the range, so two machines can be compared in a browser tab each.
Applications given their own routes
Clinical, agricultural, industrial and general waste each get a page that names the regulations and points at the machines that suit, so a buyer arrives at a shortlist rather than a catalogue.
Built light for a slow connection
The pages were rebuilt to load quickly on a poor mobile connection, because a meaningful share of the audience is nowhere near a fibre line.
The results
Enquiries now name a model and a throughput rather than asking for the brochure, and they come from a wider spread of countries than the site used to reach.
- 1.0sLargest paint on a 3G connection
- 3.2xOrganic sessions from outside the UK
- 52%Enquiries naming a specific model
